Levi Dockers Case Study free essay sample

Which aspects of the marketing environment is it important to monitor as Dockers Execs plan their entry into the European clothing market? 15 marks 2. Outline the contents of a pan European marketing plan based on the objective to have 300 stores across Europe in 10 years. 25 Marks The name ‘Levi’ has become â€Å"A phenomenon in fashion and design that not only conquered markets but also hearts and minds, Levis jeans are the consummate American icon. Everyone wears them. For nearly 150 years, Levis jeans have been woven into the very fabric of American history and culture† (Downey et al. 1997:1) 1. 1 Introduction â€Å"The general who loses a battle makes but few calculations beforehand. Thus do many calculations lead to victory, and few calculations to defeat†¦Ã¢â‚¬  (Sun Tzu, 6th Cent. BC:17) â€Å"Would you tell me, please, which way I ought to walk from here? That depends a good deal on where you want to get to, said the Cat. We will write a custom essay sample on Levi Dockers Case Study or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page I don’t much care where, said Alice. Then it doesn’t matter which way you walk, said the Cat. (Carroll 2000:64-65) Much has been written concerning the necessity of accurate and effective marketing plans. The careful laying of plans provides a route map to achieving corporate objectives; in the broadest sense, marketing plans identify the strategies and tactics that an organization will undertake to identify, satisfy and anticipate the needs of specific markets. The process of creating useful plans requires a good deal of research and the marketing environment provides a useful tool for directing such research. 1. The Marketing Environment The marketing environment is a term used to describe all of the forces outside of marketing that affect marketing management’s ability to build and maintain successful relationships with target customers. The market environment consists of both the macroenvironment and the microenvironment; these are summarized in figure 1. Figure 1 – Marketing Environment Adapted from: http://www. marketingteacher. com/Lessons/lesson_marketing_environment. htm [18/09/2008] 1. 2. 1 Levi Dockers’ Marketing Environment As marketing executives plan their entry into the European clothing market it is important to have a clear understanding of the marketing environment. This can be achieved through the use of certain analytical framework. These are: 1. 2. 2 SWOT Analysis Opportunities: Across Europe Dockers casual clothing label is seen as having as greater growth potential than the Levis brands. Nearly 70 % of 15 – 24 year old European men own a pair of Levi jeans. Dockers are aiming to reach 15 – 35 year old males, a similar target to that of Levi jeans (Case Study Notes 2008). Threats: These are summarized in figure 2. Source: Porter Weaknesses: The Levi brand has strong existing associations with American culture, and offering an informal style of dress. This may prove to be a weakness when attempting to develop new offerings to different markets. Strengths: The Levi brand name is extremely well known across western countries with 70% of 15-24 year old males owning a pair of Levi jeans; Dockers is the leading casual trouser brand in the USA reporting over $1bn in annual sales (Case Study Notes 2008)